Research Of Brand Integration Of China's Local Hotel Group

After more than twenty years development, the advantage of Hotel Grouping Management is well known, Hotel Grouping development became an important form of industry consolidation and the driving force in our country. In the process of Hotel Grouping, hotel brand is a key factor in competitiveness. There are mutually reinforce relationship between hotel brand and Hotel Grouping development: Excellent hotel brand has promoted the birth of Hotel Management Group, and the Hotel Group has developed hotel brands, either. It means that the Hotel Group's size and strength can be expanded by integrating the well-known hotel groups other than that the Group which have excellent hotel brand could improve the hotel's visibility and competitiveness.Brands' integration is the most important part of all integration activities in the process of Hotel Grouping , it is also one of the key factors to achieve the strategic goal of Hotel group. The brands' integration of Hotel Group could be explored from both broad and narrow points of view, the main purpose is to mold a good brand image and to make every brand have a clear role to form an integration force and promote the strength of Hotel Group, so that customer loyalty could be established and brands' advantages could be formed.Compared with foreign hotel groups, the local groups have developed slowly in the process of grouping, so this article describes the urgency of the brand integration of Hotel Group firstly, outlines the status, characteristics and development trends of the brand integration of local hotel group in China, and then based on the brand integration and brand-related theory, tries to build the three-dimensional model of brand integration from the narrow point of view by combining with the reality development of local hotel group in China.In the case study, this article selects a pioneer of brand integration - Jin Jiang Hotel Group. Based on the analysis of the brand situation of Jin Jiang Hotel group, this article discusses the problems that Jin Jiang Hotel Group had in the process of brand integration. Finally, the author proposes some Countermeasures based on the three-dimensional model of brands' integration.